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The words you think you know, but don't (yet) #1

by Florian Henrion



We all know that feeling when you’re talking to a professional and not be able to understand any words that he is using, no matter the field..

« Did you get it? Yeah yeah, got it! »

Whereas you were already googling SSL because you do not see how this can interfere or be a problem. But don’t worry, Rise +Shine is here to help you in your next (slightly) technical conversation.

Being an Inbound Marketing-oriented agency, we will teach you all the words that you will need to understand or at least our team members (+ word of the team as a bonus!).

Inbound marketing

It is a marketing methodology by which a company seeks to have its prospects come and naturally contact them by proposing solutions adapted to their potential needs.

The goal is to be based on the needs of his prey, the prospect, but also his tastes, his habits and even the time at which he would likely show the tip of his nose in order to stealth attack him.

To have him take the bait, we will offer him content that will generate business contacts on more or less qualified visits that will make it have a higher status: "lead".

We invite you to read our article: « What is an Inbound Marketing culture? »

Lead Scoring

Lead scoring is a marketing automation approach that involves qualifying a prospect by assigning him a score. The prospect score will be calculated based on the actions he will perform.

A bit like rhythmic gymnastics… We watch how our prospect is wandering on our site. We, as judges, will give points based on how he performs. Depending on that, he will get a certain rank.

This score depends on three factors :

  • What we know about our prospect in terms of personal information
  • Its activity (on the site for example): clicks on one call-to-action or the other, the relevant pages he consulted, etc.
  • His engagement level: if he signed up for the newsletter or filled in a form.

Taxonomy

Taxonomy is mainly a ranking system that has been developed by biologists. Its primary purpose was to classify species within a hierarchy. Later this term was adapted to the web.

We could "roughly" consider taxonomy as a sector of profiling and a logical continuation of lead scoring. The taxonomy allows you for example to classify prospects by various criteria such as:

  • Their preferences
  • Their interests
  • Product specifications
  • Used channel (of course, the interaction will not be the same if you discover a product by mail versus on a website

Depending on these different criteria, we can put our prospects in predefined customer categories. In the case of a car purchase, we can have for example the "innovation" element.

Concerning more “ego” oriented values, we will wish to have some technological inputs, related to the Internet of things (IoT). Whilst, when considering more "family"-related values, you could inform about the safety of a vehicle.

Therefore, based on the interest of the prospect, we will know how to adapt our strategies as well as our tactics.

Word of the Team : Sguen

From latin « ego amare eget sguen »,

It is a common noun, verb, proper noun, feminine or masculine adjective.

State or character of what sguen, common use of a sguen thing.

Is Pronounced : /zgɛn/

Examples of use :

“give me the sguen” for “give me the salt”“Stop to sguen” for … Well, depends of the context.

You will understand it is our all-purpose word. So next time, when you will come to our office, don’t forget to say “Have a nice sguen”! (For have a nice day, nothing else)

P.S.: If you were looking for the definition of SSL, it will be for the PART II 😉.

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